Daelim Museum Case Analysis

2. Creative Contents

One of the biggest reasons why the cultural organizations use the social media is to attract more visitors to the exhibition or to the event. But bringing the social media fans and followers out of the online community and making them actually visit the museum can be a challenging task and might end up only in an ideal stage. Most cultural organizations attempt to overcome this hardship by distributing free tickets through a contest or heavily relying on exhibition reviews. The Daelim Museum is different. It follows the advanced and creative path where the visitors can participate at various events with clear themes as if playing the games. For example, during the event with the “Romantic” concept, the visitors at
Constant Communications

The Daelim Museum’s social communication is particularly meaningful because it always endeavors to build “two-way communication” with its fans. Given the fact that the Daelim Museum’s Facebook Page receives around 300 to 1000 “Likes” on each post, although the Page manager cannot re-comment on every single comment, he at least tries to answer some important and urgent questions when needed. Moreover, similar to the Korean Folk Village, the Daelim Museum updates its Facebook Page daily with interesting news, information and event along with vintage-like images. Especially with these well-taken photos, the Daelim Museum effectively introduces its essential identity- as Korea’s first photography-centered museum- and also avoids from redundant contents.
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Hence the Daelim Museum has the highest number of social medial fans among all the museums in Korea, with 101,509 fans on Facebook Page as of August 2015. By the virtue of the social media, the Daelim Museum finally reached the annual visitors of 400,000 in 2014 and it is definitely a record-breaking issue as a private museum with a short history and a lack of space to draw such high numbers of visitors.

Implications and
Cultural organizations are no exception. In South Korea, although the arts and cultural industries are becoming more competitive than before, there are still a lot of people who consider these fields too difficult and distant. To increase the accessibility of arts and culture, many cultural organizations heavily rely on the social media to promote their exhibitions, concerts and events. It can also be understood that cultural organizations’ such active use of social media is the consequence of both the rapid development of technology and the significant demand in the arts